International Journal of Marketing Studies; Vol. 7, No. 4; 2015 ISSN 1918-719X E-ISSN 1918-7203 Published by Canadian Center of Science and Education 78 4Ps: A Strategy to Secure Customers’ Loyalty via Customer Satisfaction Mohammed T. Nuseir 1 & Hilda Madanat 1 1 Department of Management, Faculty of Business and Finances, The World Islamic Science & Education University, Jordan Correspondence: Dr. Mohammed T. Nuseir, Department of Management, Faculty of Business and Finances, The World Islamic Science & Education University, Amman, Jordan. E-mail: drmnuseir@yahoo.com Received: April 15, 2015 Accepted: May 30, 2015 Online Published: July 30, 2015 doi:10.5539/ijms.v7n4p78 URL: http://dx.doi.org/10.5539/ijms.v7n4p78 Abstract This paper explores the role of Marketing mix strategy and its overall positive or negative impact on customer’s satisfaction and loyalty. Product, price, place and promotion variables need to be managed by understating psychological traits of customers buying nature. The literary discussion highlights that customer expectations with regards to product quality, price, and product accessibility are managed by communication techniques using advertising agents. The discussion proceeds in analytical style using previous theory as base point to evaluate the role of marketing mix in relation with customer satisfaction turning into loyalty. Inductive data collection approach has proved a great help to extract gist of past research results. A large proportion of data has been gathered from secondary resources including journals, books and old research papers. The results show that all four aspects of marketing mix are equally important and any imbalance among them can damage overall results. Customers’ buying intentions are greatly affected by his/her expectations in context of a product quality, price, and product accessibility. The relationship between customer satisfaction and loyalty depends on the elimination of perception gap, service gap, operational gap and behavioural gap that needs to be managed by giving focused attention to these matters. This paper reviews prior literature and proposes to think carefully to use marketing mix strategy to met customer expectations by eliminating any communication or perception gaps that further extend customer loyalty. Keywords: marketing-mix, price, product, place, promotion, attitudinal, satisfaction, loyalty, variables, pricing 1. Introduction Organisations devise marketing strategy to communicate with customers with the help of their attractive products and services structure. The strength of relationship between an organisation and a customer emerges in the form of customer’s loyalty with organisational products. To attract customers and to sell a product profitably; organisations relay on innovation and enhanced quality standards of their services that are exhibited through marketing strategy. Marketing strategy is an emblem of diverse, unique and attractive marketing initiatives that are devised to prompt financial growth and to capacitate the sustainability of organisational growth. Marketing strategy is a visual aspect of marketing planning that indicates strategic dynamics of an organisation based on organisational business vision. Marketing planning, marketing mix, and marketing modelling initiatives are adopted to maximise and to secure optimal competitive advantages by satisfying customers’ needs. Marketing strategy reveals organisation’s hunger to dominate in the market by using different marketing perceptual notions to increase its customers’ satisfaction. An organisation uses Cause Related Marketing (CRM) initiatives to present itself a socially responsible company in corporate environment to attract new customers (Agarwal et al., 2010). High market share of an organisation unfolds the strength of a successful marketing strategy (Bee, 2009). Strong customer oriented strategies inspire customers to stay loyal and organisations use their loyalty to attract new customers (Ferguson & Brohaugh, 2008). One of the dynamic tools is the timely and right introduction of Marketing Mix strategy that corresponds with the notion of 4Ps; product, policy, pricing, and promotion. Marketing mix strategy is used to analyse the psychological condition of buyers to attract customers to relay on company products by evaluating customers’ buying capacity and attracting customers’ by adopting certain measures of communication. Price and quality are phenomenal aspects of any product that are related to